When you reach for a bottle of premium tequila, especially a name as prestigious as Casamigos or Don Julio, there’s an expectation—not just of quality, but of authenticity. These brands, beloved by enthusiasts and casual drinkers alike, have long marketed their spirits as crafted from 100 percent Blue Weber agave, the hallmark of true tequila. But recent lawsuits have shaken that foundation, alleging that these iconic labels might not be delivering what they promise. The claims, filed against drinks giant Diageo, accuse the company of mislabeling its tequila products, selling consumers “adulterated tequila” diluted with cane or other non-agave alcohols while maintaining the premium price tag.
This controversy is more than just a legal battle; it touches on trust, tradition, and the essence of what tequila means to millions. For many, tequila is not just a liquor—it’s a cultural symbol steeped in centuries of Mexican heritage. The agave plant, with its slow maturation and precise harvesting methods, is central to this identity. To suggest that a bottle isn’t truly 100 percent agave challenges not only consumer expectations but the integrity of the entire tequila industry.
The initial lawsuit, filed last May in the U.S. District Court of the Eastern District of New York, brought together a diverse group of plaintiffs: Avi Pusateri, a New Jersey resident, Chaim Mishulovin, a New York bartender with the popular Jazz Age Cocktails Instagram account, and Sushi Tokyo Inc., a Brooklyn restaurant and bar. Their class action suit seeks $5 million in damages and centers on the allegation that Casamigos and Don Julio bottles contain significant amounts of cane or other alcohols rather than pure Blue Weber agave tequila. This means customers who paid premium prices might have been misled into buying a product that falls short of the pure spirit they expected.
For consumers like Rachel, an avid tequila fan and self-described “cocktail enthusiast” living in Manhattan, this news is deeply disappointing. She recalls the pride she took in serving Casamigos at her gatherings, believing she was offering guests a top-shelf experience. “When you buy something labeled as 100 percent agave, you trust that it’s authentic,” she explains. “Now, I feel like that trust has been broken, and it makes me question everything I’ve enjoyed about these brands.”
Diageo, for its part, has firmly denied the allegations. The company maintains that its products meet all regulatory standards for tequila production and labeling. The legal process is ongoing, and while Diageo’s defense underscores their commitment to quality, the emergence of a second lawsuit with similar claims only fuels consumer concern. This latest suit brings fresh attention to the issue, raising broader questions about transparency and accountability in the spirits industry.
The tequila market has seen explosive growth over the past decade, driven in part by rising global demand for authentic, high-quality spirits. Premium tequila brands have positioned themselves to capture discerning consumers seeking more than just a strong drink—those who value craftsmanship, origin, and purity. Within this context, allegations of adulteration threaten not only the reputation of the brands involved but also the credibility of the entire category.
Many producers emphasize that true tequila must be distilled from 100 percent Blue Weber agave and adhere to strict production regulations governed by the Mexican government and international standards. This purity is reflected in the spirit’s flavor profile, smoothness, and the cultural legacy it carries. When a product deviates from this formula, it risks diluting not only the taste but also the consumer’s connection to the tradition.
At the heart of this controversy is a larger conversation about consumer rights and informed purchasing. In a world where labels promise authenticity and premium quality, buyers depend on transparency to make choices aligned with their values and tastes. The lawsuits allege that Diageo’s labeling misled consumers into paying top-dollar for a product that did not meet those promises, effectively undermining trust.
Bartenders like Chaim Mishulovin bring an insider perspective to the issue. As someone who crafts cocktails for a diverse clientele and educates consumers through his social media presence, he sees the impact firsthand. “People come to me asking for authentic tequila,” he says. “They want to know what they’re drinking, and when they’re given something less than advertised, it damages not only the brand but the relationship between the bartender and the customer.”
Restaurants like Sushi Tokyo Inc. have similarly felt the ripple effects. Their reputation is intertwined with the quality of the ingredients and beverages they serve. If a premium tequila label is questioned for authenticity, it casts doubt on the experience they offer their patrons. Their participation in the lawsuit signals the seriousness with which the hospitality industry views these claims.
This situation also shines a light on the regulatory environment surrounding tequila production and labeling. While Mexico’s strict Denomination of Origin laws protect tequila production within defined regions and from specific agave varieties, enforcement and compliance in export markets can be complex. The responsibility lies not only with producers but also with distributors, importers, and retailers to maintain integrity throughout the supply chain.
Consumers have increasingly sought out tequila that is artisanal, sustainably produced, and genuinely representative of its origin. This trend has sparked a renaissance of sorts, with smaller producers gaining attention for their authentic practices and deep connections to agave farming communities. Against this backdrop, allegations against global giants like Diageo raise uncomfortable questions about scale, commercial pressures, and how they intersect with tradition.
The lawsuits remind us that premium spirits are not just about price points but about promises—of heritage, craftsmanship, and quality. When these promises come into question, it disrupts a delicate balance between producer and consumer built over years. It also invites a broader reckoning with how the spirits industry communicates authenticity and ensures product integrity.
For tequila lovers around the world, this controversy is a call to pay closer attention—to read labels carefully, seek transparency from brands, and support producers who honor the true spirit of tequila. It’s a moment to appreciate the complex journey from agave fields in Jalisco to the glass in our hands and to demand honesty in every step.
In the end, the story of Casamigos and Don Julio and their 100 percent agave claims isn’t just about a lawsuit. It’s about the relationship between trust, tradition, and the taste of a spirit that embodies celebration and culture. As the legal process unfolds, the tequila community watches closely, hopeful that authenticity will prevail and that the agave’s legacy remains unblemished. 🌵🥃